The other day I was talking to someone who was struggling to create content and didn’t have a video strategy. They didn’t know where they were headed. They didn’t know what kind of content they were creating.
Nothing in their experience could help them figure out how to get this done. They didn’t get into business because they wanted to do marketing all the time. They got into business to help people. As a small business owner, you have to wear a lot of hats.
You have to think strategically as well as leverage all of your knowledge and expertise to create products and resources that will help your target audience. Then you have to sell them too.
That’s a third of anything that you do as a small business owner, thought leader, expert financial advisor, etc. Work just doesn’t fall into your lap, you have to do some sort of marketing.
A Video Strategy Can Replace Dreaded Cold Outreach
I received a cold outreach, LinkedIn email the other day that said, “Hey, are you working with a financial advisor? If yes, tell me who it is and I’ll tell you why I’m better. If no, I’d like to be your financial advisor.”
I’m just going to go out on the limb here and say that this works almost 0% of the time. Now, maybe it works. Maybe they’re counting conversions as replies that they’re getting attention – I’m not sure.
I do know that if you have a video strategy, you will do better than random cold messages on LinkedIn. Because, if you think about what that person was doing when they were reaching out to me, it was assuming that I was their target. There’s no way to know that based solely on someone’s LinkedIn profile.
You don’t have just a demographic sketch of who your ideal customer is and LinkedIn doesn’t talk about the person’s problems. Furthermore, if you’re not presenting yourself as someone who can solve problems, then none of that outreach is gonna work.
This is why you need to have a cohesive video strategy. When I said that to that person, they said, “Well, what’s a video strategy?” It’s the same sort of thing as any kind of content strategy. A video strategy involves coming up with a list of videos that will do a couple of things for you.
- Highlight your expertise
- Make you be seen as a trusted adviser and an authority (because you’re going to speak about things that you really know)
- Help you connect with people in a way that just regular content – not to mention cold LinkedIn outreach – won’t ever do for you
If you want to come up with a video strategy, here’s what you should do.
How to Get Started
Start by grabbing a piece of paper and a pen and write down all of the questions that prospects have asked you that have helped them turn into customers.
What I mean by that is not the questions like ‘what are your hours?’ because those kinds of things should be answered on your website. But consider the leading questions that when they’re answered right, will turn someone from a prospect to a customer.
If you don’t have a list of those or if you run out after gathering 5 to 10 good questions, you need to start thinking about what you want them to ask. From there, start recording videos.
You can have a much more robust strategy than that. But let’s just say, if you came up with 20 to 30 questions that you could turn into videos that demonstrate know what you’re talking about, how much farther would you be in terms of just content creation?
You’d be creating and recording once and have that content go everywhere. It can go on your blog as a blog post (that’s another step). But if you’re going to turn on the camera, you might as well get as much mileage from your 5 to 10-minute video as you possibly can. Then you can post on LinkedIn, Twitter, or Instagram. All of a sudden, you’re drumming up business, followers, comments and engagement in a way that you just wouldn’t if you did cold outreach.
Video Can Compliment Your Existing Strategy or Become Your Content Strategy
Video can be added to your strategy even if you really are dead set on cold outreach, or it can replace your strategy. Whatever amount of time you’re spending trying to reach out, get your calendar full of appointments, add video content, come up with a video content strategy instead.
I think you’ll see so much more impact from what you’re able to do. If you’d like to book a call with me to discuss your video strategy further, click here. I’d love to chat with you!